The Way Men Would Do It
Maxim Magazine is hardly a revered source of statistics and information for online marketers, but that didn’t stop them from commissioning a study analyzing men’s media tendencies. Hall & Partners conducted the study, which indicates that men between ages 18-34 are open to engaging marketing messages despite the fact that they are "advertising averse."
About 71% of men in this age range say that they spend more time online now than they did one year ago. However, 74% of these male respondents said that they still think that advertising on television is the best way to reach the male demographic. Of the males surveyed, 83% indicated that they watch less than five hours of TV per day.
Fifty-six percent of respondents said they would place ads in magazine, 55% said they would advertise on the Internet, while only 17% would send their messages through the radio.
Not surprisingly, 48% of respondents said that they would use images of female models to target men (though this number seems a bit low), and 35% said they would try to make their advertisement humorous. Still, 40% said they would keep the focus on the product in the ad.
"Advertisers are dealing with the most plugged-in generation in history, but this shows that the traditional methods are still as viable as emerging media at reaching 18- to-34-year-old-men," said Rob Gregory, the group publisher at Maxim.
Making a point to help the survival of Maxim and its traditional, paper-based media sector, Gregory emphasized the importance of a multi-pronged approach to marketing involving multiple channels to convey a message, or what he calls "a 360-degree approach."
Sources:
http://publications.mediapost.com/index.cfm?
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